Hungry Ghost Festival, Asia’s biggest festival dedicated to the dead, originates from reverence and fears for the departed at the core of Taiwanese culture.

With the arrival of the 7th month on the Chinese Lunar calendar, every town and village holds its own traditional rituals, and every household offers food to entertain the lonely, wandering ghosts who return from the underworld to the world of the living. This compassionate, unique folk tradition has also become an important sales season for retail stores.

But as time has gone on, the customs and symbolism of Hungry Ghost Festival have gradually been forgotten, and the younger generation is no longer emotionally invested in it, because they do not understand the spirits they are meant to worship or the meaning of the rituals. Fewer and fewer people have come to participate in the festival.

As the people’s supermarket, we decided to inviting the most iconic ghosts in Taiwanese culture – the Lady in Red, the Water Spirit, and the Goblin – to participate in an “interdisciplinary dialogue,” along with six people involved in Hungry Ghost ceremonies.

The Lady in Red discussed the “Opening of the Spirit Door” with a temple secretary and the “Haven of Souls” with a ceremony volunteer.

The Water Spirit discussed the “Buddha’s Hand” (a traditional pastry made as an offering) with a baker and “Water Lanterns” with a water lantern maker.

The Goblin talked about “Lantern Poles” with a factory supervisory and “Ghost Grappling” with a ghost grappling coach.

In front of a stage projecting different customs and scenes, they held in-depth culturally conversations with a message of humanity and care, conveying the goodness of Hungry Ghost Festival, and also expressing a #Thankyou to everyone involved in it.

By giving a comprehensive introduction to the "beauty of Ghost Festival culture," from the celebrations, offerings and ceremonies to different local customs, PX Mart allowed people to recognize the true meaning of Ghost Festival culture and the good values it represents, encouraging them to identify with it and actively take part, and as a result, lifting sales results during the festival period.

We decided to break new ground, by inviting the most iconic ghosts in Taiwanese culture – the Lady in Red, the Water Spirit, and the Goblin – to participate in an “interdisciplinary dialogue,” along with six people involved in Hungry Ghost ceremonies.

In front of a stage projecting different customs and scenes, they held in-depth culturally conversations with a message of humanity and care, conveying the goodness of Hungry Ghost Festival, and also expressing a #Thankyou to everyone involved in it.

During the Hungry Ghost Festival, “interdisciplinary dialogue” play on YOUTUBE and FB, let more and more people recognize the true meaning of Ghost Festival culture and the good values it represents, encouraging them to identify with it and actively take part, and as a result, lifting sales results during the festival period.

PX Mart’s Hungry Ghost Festival “#Thanks For Always Being There” helped more people gain a new understanding of the true meaning and value of Hungry Ghost Festival, and made them willing to join the ranks of celebrants. It also changed people's impressions of ghosts, from frightening to kind of loveable.

Over 10 billion in sales, 10% increase

18 unsolicited news reports, for a PR value of over 3 million Taiwan dollars.

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